| Description |
1 online resource |
| Series |
SAGE Knowledge. Cases |
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SAGE research methods. Cases |
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SAGE Knowledge. Cases
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SAGE research methods. Cases
|
| Summary |
The characteristics of a strong artistic brand includes knowing who you are, what you are, when to invent and when to reinvent. A strong brand knows what the competition is doing but ultimately does not care--it is always leading and never following. A strong brand protects its assets. When a strong brand sees an opportunity to evolve it does so without hesitation or regret. A strong brand is successful even during technological change by not just adapting, but controlling its future. This "sounds" like Taylor Swift. She started as a young country performer, and when that became too defining and restrictive she segued to become a pop artist. Whether you like her or not you cannot deny that she has grown into a cultural icon: She has taken on Spotify and Kanye West. She knows who she is at any given time. Just when you try to put her in a box she thinks outside of it. She releases albums not press releases, and a strategically placed op-ed piece or blog posts. She is Taylor made. This case facilitates assessments of Swift's past and present branding, while inviting recommendations for her future branding strategy |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Swift, Taylor, 1989- -- Case studies
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| SUBJECT |
Swift, Taylor, 1989- fast |
| Subject |
Branding (Marketing) -- Social aspects -- Case studies
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Product management -- Case studies
|
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Country musicians -- United States -- Case studies
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Popular music -- Social aspects -- Case studies
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Country musicians
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Popular music -- Social aspects
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Product management
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United States
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| Genre/Form |
Case studies
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Case studies.
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Études de cas.
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| Form |
Electronic book
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| ISBN |
9781526470638 |
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1526470632 |
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